Jaeger-LeCoultre Reverso meets pop art

Swivel and pop

07.12.16

Two new Reverso Models get the pop art treatment courtesy of a prince

In conjunction with the 85th anniversary of the Reverso by Jaeger-LeCoultre, a collaboration with Prince Hubertus zu Hohenlohe has yielded two new models of the legendary timepiece with pop art motifs decorating the reverse side of iconic swivel case.

This is not the first time watches by the Swiss Manufacture has served as a surface for the artistic creations of Prince Hubertus zu Hohenlohe. The artist, who is of noble descent and a Renaissance man in his own right—considering his titles as cosmopolitan, athlete, photographer, businessman, and pop singer—has previously designed two other models for the Jaeger-LeCoultre boutique in Vienna.

The latest creations in celebration of the momentous anniversary bear two distinct pop art motifs. The "Time for Shopping” motif adorns the back of a Reverso Classic Medium and clearly hopes to appeal to women, “Swivel the case and time doesn’t matter any more - it’s time for shopping,” says the artist.

The men's Reverso Classic Large swivels to reveal a surprising "High Heels" motif.

“The Reverso is my absolute favourite watch! And I have always been a watch aficionado. This feeling that you can turn something over and just blank out the time is something I have always tried to do in life; but it is only very rarely possible. You know that you have got the correct time, but what you are looking at is a watch, a work of art, something special that helps you to avoid completely losing sight of your dreams and ideas. Having the opportunity to do something that involves both Jaeger-LeCoultre and my art really is a dream,” muses the prince.